Is there anyway to HD zoom a 36" Sony Wega?

I have a Sony Wega 36" HDTV that's a year and a half old. The picture is great, but there is no way to zoom High Def pictures to crop off the sides and fill the screen and retain a 1080 or 720 picture.

My HD Cable box has a zoom feature, but all it does is convert the HD picture to a 480p picture which is good, but obviously not as impressive.

Thanks!